2. Agenda
• Situational Analysis
• Key Consumer Insight
• Main Message
• Media Strategies
• Print Campaign
• Social Media
• PR Campaign
• Guerilla Tactic
• Support
3. Situational Analysis
Currently:
New Line:
• Low awareness
• Top Quality
• “Cheaper” stigma
• Innovative
• No new improvements
• New features/benefits
• Premier retailers (REI, EMS, etc.)
• Compete with premium brands
4. The Goal
• Revitalize and reposition the Coleman line of camp
pads as higher end sleeping gear.
• Align Coleman with outdoor comfort.
• Ignite the nostalgia the outdoors brings with camping
and spending quality time with loved ones.
5. The Target
PRIMARY
• 55-64 age group
• Affluent
• Low price
consciousness
• Outdoor oriented
• Family oriented
• 50% Male, 50%
Female
6. The Target
SECONDARY
• 18-35 age group
• Outdoor enthusiasts
• Importance on quality
• Tech savvy
• Independent,
adventurous
7. Key Consumer Insights – Part 1
• The target is familiar with
Coleman.
• May have grown children
who no longer live at
home.
• Look back fondly on past
camping experiences that
have brought the family
together.
8. Key Consumer Insights – Part 1
• Comfort is key- especially
with an aging demographic.
• Doesn’t enjoy “roughing it”
as much as they did in
earlier years.
• Want to spend quality time
together outside with some
of the comforts of home.
9. Key Consumer Insights – Part 2
• The target cares about
the technical ability of
their gear.
• Will be engaged by new
product features and the
benefits attached to
them.
10. Key Consumer Insights – Part 2
• Cost is less important.
• Searching for quality and
durability.
• Looking to invest in the
outdoor experience
11. Main Message
PRIMARY:
Roughing it in comfort
• Camping can be
comfortable and
relaxing, not always
rugged
SECONDARY:
Technical Appeal
• Introducing the Pro
Series Re-brand
• Higher end, more
credible sub-brand
• Durable, light, packable,
warm
18. Pro Series by Coleman
• Step into the realm of high-quality technical camping
gear
• Take market share from Big Agnes, Therm-a-Rest &
ALPS
• Consumer confidence in the technical products
Coleman provides
23. Public Relations
Red Cross Partnership
• Will increase
• Credibility
• Social Responsibility
• Customer Loyalty
• Logistics
• Percentage of proceeds will be donated in equivalent Coleman
goods
24. Public Relations
Point of Purchase Displays With Products
• High end retail stores
• Promote partnership with Red Cross
25. Celebrity Product Interaction
Man vs. Wild
• Start the new product
line with a bang
• Will increase:
• Credibility
• Brand Awareness
• Buzz
27. Guerilla Tactic
Interactive Testing
• Coleman Carnival
• Take over a large parking lot in target cities and set up a
staged outdoor scene
• Features all the new sleeping pads + other Coleman gear
• Have people interact and test gear in a fun way
28. Campaign Strengths
• Target
• Speaks clearly to a well defined target.
• Print
• Plays to the desire for comfort. Relatable. Memorable.
• Pro Series emphasizes the quality of the new gear.
• PR
• Strong, credible partnerships with Red Cross - emotional component.
Overall, will generate positive publicity though large-scale media.
• Celebrity
• Displays product in front of a a fun audience showing the capabilities of the
new pads
• Guerilla
• Reaching the target in an approachable, effective way via familiar media
channels.
• Expandable
• Easy to adapt creative to other outlets and campaigns
